Lead Enrichment Workflow

What you’ll build

A workflow that takes new leads and enriches them with company information, AI-generated insights, and scoring — all automatically saved to your CRM. Time to build: 20 minutes Nodes used: HubSpot, Web Scraper, LLM, HubSpot Update

The problem

Raw leads lack context for effective outreach:

Only have email and name
Don’t know company size, industry, or role
Can’t prioritize leads effectively
Sales team wastes time on research

This workflow enriches every lead automatically.

Workflow overview

Step-by-step guide

Step 1: Set up the trigger

This workflow can be triggered by:

Manual: Run with a list of leads
Webhook: Trigger on new CRM entry
Scheduled: Process new leads daily

For this guide, we’ll use a Google Sheet of new leads.

Step 2: Create the workflow

Click New Workflow
Name it “Lead Enrichment”

Step 3: Fetch new leads

Add Google Sheets Reader

Configure:

Spreadsheet ID: Your leads sheet
Range: NewLeads!A:C

Columns: Name, Email, Company (optional)

Step 4: Loop and extract company domain

Add Loop node

Configure:

Items: {{data}}

Extract domain from email

Add an LLM node to extract the company domain:

Extract the company website from this email: {{Loop_0.currentItem.email}}

Rules:
- If email is [email protected], website is https://acme.com
- If it's a personal email (gmail, yahoo, etc.), return "personal"

Return only the URL or "personal".

Step 5: Scrape company website

Add Conditional node

Skip personal emails:

Condition: {{response}} does not equal “personal”

Add Web Scraper node

Configure:

URL: {{response}}
Content Type: Article

This extracts:

Company description
Products/services
About page content
Recent news/blog posts

Step 6: Analyze and enrich with AI

Add LLM node for analysis

Configure:

Model: GPT or Claude
Instructions:

Analyze this company and enrich the lead profile.

Lead:
- Name: {{name}}
- Email: {{email}}

Company Website Content:
{{content}}

Extract and analyze:
1. Company Name
2. Industry
3. Company Size (estimate from website)
4. Main Products/Services
5. Recent News or Updates
6. Potential Pain Points (based on their industry)
7. Personalization Hooks (specific things to mention in outreach)
8. Lead Score (1-100) based on fit with B2B SaaS companies

Output as JSON:
{
  "company_name": "",
  "industry": "",
  "estimated_size": "",
  "products": "",
  "recent_news": "",
  "pain_points": [],
  "personalization_hooks": [],
  "lead_score": 0,
  "score_reasoning": ""
}

Step 7: Update CRM

Add HubSpot Update Company

Configure:

Company ID: Find or create by domain
Properties:

{
  "industry": "{{industry}}",
  "numberofemployees": "{{estimated_size}}",
  "description": "{{products}}",
  "lead_score": "{{lead_score}}",
  "personalization_notes": "{{personalization_hooks}}"
}

Sample output

Before enrichment

Name	Email	Company
John Smith	[email protected]	-

After enrichment

Field	Value
Name	John Smith
Email	[email protected]
Company	Acme Technologies
Industry	B2B SaaS
Size	50-100 employees
Products	Project management software
Lead Score	85/100
Personalization	”Recently launched new AI features; Growing team in EMEA”

Advanced options

Add LinkedIn enrichment

Enhance with LinkedIn data:

Trigger from CRM webhook

Process leads in real-time:

Set up HubSpot webhook on new contact
Workflow triggers automatically
Lead enriched within seconds of form submission

Route high-value leads

Add automatic routing based on score:

Conditional:
  If lead_score >= 80
    → Notify sales team immediately
    → Create task in CRM
  Else if lead_score >= 50
    → Add to nurture sequence
  Else
    → Mark as low priority

Enrich existing database

Run a batch enrichment on your current CRM:

Export all contacts without enrichment
Process in batches (100 at a time)
Update CRM with enriched data
Flag contacts that need review

Data sources for enrichment

Source	Data Available
Company website	Products, about, news
LinkedIn	Role, tenure, connections
Crunchbase	Funding, investors, size
News APIs	Recent mentions, PR

Best practices

Handle edge cases

Personal emails: Skip or flag for manual review
New companies: Less data available, lower confidence
International: Adjust for non-English websites

Verify critical data

AI extraction isn’t perfect. For high-value leads:

Conditional:
  If lead_score >= 90 AND estimated_value >= $10,000
    → Flag for human verification

Keep data fresh

Re-enrich periodically:

Active opportunities: Weekly
Pipeline: Monthly
All contacts: Quarterly

Respect rate limits

When enriching large lists:

Add delays between API calls
Process in batches
Run during off-peak hours

Results you can expect

Metric	Manual	With Draft & Goal
Leads enriched/hour	5-10	100+
Data completeness	40%	90%+
Time to first touch	24-48 hours	< 1 hour
Sales team efficiency	Baseline	+30-50%

Start Here

Fundamentals

Use Cases

What you’ll build

The problem

Workflow overview

Step-by-step guide

Step 1: Set up the trigger

Step 2: Create the workflow

Step 3: Fetch new leads

Step 4: Loop and extract company domain

Step 5: Scrape company website

Step 6: Analyze and enrich with AI

Step 7: Update CRM

Sample output

Before enrichment

After enrichment

Advanced options

Add LinkedIn enrichment

Trigger from CRM webhook

Route high-value leads

Enrich existing database

Data sources for enrichment

Best practices

Handle edge cases

Verify critical data

Keep data fresh

Respect rate limits

Results you can expect

Next steps

Email Automation

Data Analytics

Start Here

Fundamentals

Use Cases

​What you’ll build

​The problem

​Workflow overview

​Step-by-step guide

​Step 1: Set up the trigger

​Step 2: Create the workflow

​Step 3: Fetch new leads

​Step 4: Loop and extract company domain

​Step 5: Scrape company website

​Step 6: Analyze and enrich with AI

​Step 7: Update CRM

​Sample output

​Before enrichment

​After enrichment

​Advanced options

​Add LinkedIn enrichment

​Trigger from CRM webhook

​Route high-value leads

​Enrich existing database

​Data sources for enrichment

​Best practices

​Handle edge cases

​Verify critical data

​Keep data fresh

​Respect rate limits

​Results you can expect

​Next steps

Email Automation

Data Analytics

What you’ll build

The problem

Workflow overview

Step-by-step guide

Step 1: Set up the trigger

Step 2: Create the workflow

Step 3: Fetch new leads

Step 4: Loop and extract company domain

Step 5: Scrape company website

Step 6: Analyze and enrich with AI

Step 7: Update CRM

Sample output

Before enrichment

After enrichment

Advanced options

Add LinkedIn enrichment

Trigger from CRM webhook

Route high-value leads

Enrich existing database

Data sources for enrichment

Best practices

Handle edge cases

Verify critical data

Keep data fresh

Respect rate limits

Results you can expect

Next steps